Motion Picture News (Nov-Dec 1923)

2548 Motion Picture News Hodkinson Against Higher Admissions Increased Prices Are Not Warranted Under Present Conditions, He Declares INCREASED prices of admission for motion pictures, as advocated in some sections of the industry, as a means of combatting the waste that has been characteristic of production, is not warranted under existing conditions, in the opinion of W. W. Hodkinson, president of the YV. W. Hodkinson Corporation. Questioned as to the situation, Mr. Hodkinson said: " I believe that any move intended to generally increase the admission prices of motion picture theatres at the present time, to offset the alleged waste in the industry, will result in failure. Motion pictures are having difficulty enough maintaining attendance at "the present admission scale and it is my belief that increased quality in production is necessary in order to maintain even the present prices. " The hope of increased revenue to support the picture industry is wider circulation of motion pictures at present or lower prices, rather than any endeavor to force the public to pay for all of the waste that the present competitive condition in the production field has forced on the industry: that there must be drastic changes in the business if it is to continue to be the leading entertainment of the American people, is true: that occasional film production can ran in so-called legitimate houses at regular admission prices is also true; but I have no faith in the idea that this can be generally accomplished at this time. The fact that it is proposed, or even rumored, is another one of the signs that the present line-up of the industry must be changed considerably if the business as a whole is to become profitable, which it is not at the present time. " The recent statement that certain houses would charge $2.00 is an indication of the course that the business must take in the way of classification of houses with different policies and different prices to show different types of pictures and to appeal to different types of the public. Xo progress is possible without such a classification of both houses and pictures and such classification is hardly Likely except if the industry works as a unit toward that end. There is still too keen a competitive condition to permit of this being done. When this competitive condition is continued to the point where the different factions cannot exist separately, they will be required of necessity to meet on some common ground and lay out the policies which provide equitably for the interests of the public, the exhibitor and the producer of motion pictures. " To say that such cooperation does not prevail in other lines is beside the point. The whole motion picture industry is dependent on such cooperation for its existence. This will be hard for the individuals in the industry to realize because so far, the rewards have gone to those who were best able to push their own cause without any regard for any other faction of the industry or public. The combined industry can probably furnish enough pictures of really special quality to support, in each large community;, a house charging regular theatrical prices of admission provided the pictures are shown only in those houses, but it would take the combined efforts of the industry, with the open hand extended to new producers, to encourage additional worthy things from new sources to get an adequate supply of really superior things to carry through such a policy. Such a general cooperative condition in the industry would permit not only the big house with the big productions to become established as an institution, but would provide for the establishment of several other classes of houses which would greatly simplify the present problems of censorship and other such complications. " There are four basic movements that must be made that cover the whole subject: " First, the classification of pictures in theatres, and this movement to increase prices in certain houses on big pictures is in that direction. " Second, a percentage basis of dealing between Producer and Exhibitor, whereby they are both concerned in what the product grosses from the public rather than engaged in the present effort to ' sandbag ' each other. " Third, the abolishment of arbitrary lengths which cause the public to sit through five reels of padding in which the producer has an investment of $100,000 to see an idea expounded that could have been better done in fifteen minutes with an investment of $10,000. " Fourth, that some system of refereeing between the two factions, production and exhibition of the business, must be set up ; whether it is a mere arbitration between Producer and Exhibitor: whether it is a big figure from outside the industry with integrity enough to equitably serve both factions and not be dominated by either, or whether it is a practical business organization functioning between the Producer and Exhibitor, is immaterial. The referee principle must be established." Children's Matinee to Be Held in Chicago The Better Films Committee, of the Chicago Woman's Aid. is planning a children's matinee in the Kimball Hall on November 30th. The purpose of the committee in arranging this program is to prove -that pictures of the right kind are available for children and the pictures can be entertaining and at the same time wholesome. J. C. Brady Heads M.P.T.O. of Ontario FOLLOWING the holding of the first annual convention of the Ontario Division of the Motion Picture Theatre Owners, Canadian Branch, at the King Edward Hotel, Toronto, announcement was made of the election of officers for the Ontario exhibitors. J. C. Brady, owner of the Madison theatre. Toronto, was the unanimous choice for the Ontario presidency. Mr. Brady, incidentally, was elected Canadian first vice-president of the Canadian Branch, at the first meeting of the M. P. T. O. at Montreal in September and he now holds the two offices, one National and the other Provincial. J. Cohen, Toronto, was elected treasurer of the Ontario Division and Miss Ray Lewis, Toronto, was the unanimous choice for the Ontario secretaryship. Berman Confers With UpState Exhibitors Many of the exhibitors in Albany received a visit last Friday from Samuel Berman, of Xew York City, the secretary of the M. P. T. O. of Xew York State. Mr. Berman also called at the State Capitol, where he is quite a familiar figure when the legislature is in session. Late in the afternoon Mr. Berman left for Schenectady where he met and conferred with the exhibitors of that city. His plans call for a continuance of his trip westward, taking in Utica, Syracuse, Rochester and Buffalo. . Damage Suit Against St. Louis Exhibitor A damage suit for $15,000 was filed in the St. Louis Circuit Court November 16 by Mrs. Mae H. Jones, 5079 Gates avenue, St. Louis, against William Goldman, owner and manager of the Kings theatre. She alleges that she was injured permanently when she slipped and fell downstairs in the balcony of the theatre while being led to a seat by an usher. She charged the theatre management with negligence due to insufficient light near the stairway. New First Run Theatre in Kansas City Another first ran theatre has been added to Kansas City's downtown colony — the Missouri theatre, owned by the Shuberts, which has been playing stock companies. The Missouri will show only pictures of the special type in runs of three and four weeks, opening this week with "Scaramouche." There will be two performances daily with a special orchestra at both shows. Group of striking scenes from the latest Norma Talmadge production for First National, "The Song of Love'!